Submitted by Prakhar Singh Under the guidance of Prof. Sameer Mathur

1. What are the
different levels
of market
segmentation?

2. Different levels of market segmentation
 Full Market coverage
 Multiple segment specialisation
 Single-Segment concentration
 Individual Marketing

3. Full Market Coverage
Firm tries to serve all the
customer groups, like coca cola.
Types
 Un-Differentiated: firm ignores
segment differences and goes after the whole
market with one offer.
 Differentiated:firm sells different
products to all the different segments of the
market.

4. Multiple Segment specialisation
firm selects a subset of all the
possible segments, each objectively
attractive and appropriate, like
Procter & Gamble.
Types
 Product specialisation: firm sells a certain
product to several different market segments.
 Market specialisation: firm concentrates
on serving many needs of a particular customer
group

5. Single-Segment concentration
 firm markets to only one particular
segment
 firm gains deep knowledge of the
segment’s needs and achieves a
strong market presence
Niche Marketing: more narrowly defined
customer group seeking a distinctive mix of
benefits within a segment, like Porsche.

6. Individual Marketing
The ultimate level of segmentation leads
to segments of one or customized
marketing or one-to-one marketing.
This leads to Customerization, which
combines operationally driven mass
customization with customized
marketing in a way that empowers
consumers to design the product and
service offering of their choice, like Dell.